The input comes from a workshop presented by Brenda Eckstein in Durban on November 16 2010 as a joint venture between the Services Seta and PRISA (Public Relations Institute of South Africa).

Brenda thanks the attendees for their active participation.  Each group was given 7 minutes in which to develop their ‘top 5’ (and not more than five!) benefits of a ‘Sustainable Customer Service Strategy’ and this is the consolidation of the reports of the five groups.  There was obviously considerable overlap on some of the points.

1. Happy motivated staff with positive attitudes lead to a win-win situation.
2. Customers know exactly what products and services you offer.
3. Happy customers are more likely to be loyal and they keep returning.
4. It is easier to understand customer’s needs and their changing needs.
5. So, it is easier to provide quality goods and services and thereby satisfy and exceed customers’ expectations.
6. Staff, customers and clients become the ambassadors of the company/firm.
7. Through referrals/recommendations, the business expands.
8. Sustained growth and effectiveness leads to increased profits.
9. Improved relationships with past, present and future customer’s sets the scene for further growth.
10. Excellent customer service provides a competitive advantage.
11. By understanding consumer behaviour, the business can become a leader in the industry (and others may follow).
12. Opportunity to retain existing business, maximise client base and generate revenue for the company.
13. Provides a good corporate image.

So, develop and implement a Sustainable Customer Service Strategy and your business, firm or organisation can become even more effective.